Food in a single click: preferred attributes for Generation Y in Ireland ordering food online

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Quinones, Gloria Arely Chaidez
Issue Date
Master of Business Administration
Dublin Business School
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Generation Y has revolutionized the Food Delivery Industry. Consumers are demanding tech solutions each time more. Although have been done several studies on their behaviour and characteristics, there is still a lack of knowledge concerning Online Food Delivery Services. The study aimed to investigate the current perception and the Attributes most valued when making Online Food Delivery Purchase decisions among Trust, E reviews, Availability, Variety, Incentives, Ease of use, Hygiene/Quality, Convenience, Eco Friendly and Alternative Payment Options and provide valuable information to the Food Delivery Industry sellers with the results obtained. The study was based on the positivism methodology in epistemology, underpinned by a deductive approach on a cross-sectional convenience quantitative sampling method. Primary data was collected from 105 Generation Y participants through an online structured questionnaire. The study revealed Hygiene/Quality Food as the most valued attribute, followed by Convenience, Incentives, and E Reviews.